German market, market demand
Ms Antje Schubert

Antje Schubert, Managing Director / Western Europe, Nomad Foods

Note: All figures can be enlarged on the screen by clicking once on the figure. Closing the enlarged figure will bring you back to the presentation.

Figure 1: Nomad Foods today

Nomad Foods is the largest frozen food company in Europe, owner of a portfolio of leading niche brands which includes Birds Eye, Findus and iglo. Manufacturers, sellers and distributors of a range of branded frozen food products across 13 European countries with the United Kingdom, Italy, Germany, Sweden and France representing the five largest markets. Headquartered in the United Kingdom.

Figure 2

It is still keeping Nomad Foods busy to “Make Frozen Hot” because the Germans (the main market) are meat eaters with 88 kg per capita. Only 15 kg is fish.

Figure 3: Appreciation – Price – Value

On this slide, the fish finger is the cheapest food.

Figure 4

The key is to increase the overall appreciation and value perception of consumers by creating a motion.

Figure 5

“It’s the economy, stupid” is a slight variation of the phrase “The economy, stupid“ of Bill Clinton’s successful 1992 presidential campaign against President George H. W. Bush. He said that to create the awareness that change is needed. Nomad Foods rephrase is “It’s Trust, Stupid”.

Figure 6

Companies, working on the global markets must face the mirror in front of them: super-engaged young people, challenging both the politicians and the companies for how they do business. They are also challenging the consumer for how they are acting and doing. We better be prepared.

Figure 7

Disruption has always been part of the development of mankind.

Figure 8: Meat Industry as a Warning Signal

The cow is the new enemy.

Figure 9: Our Business. Our Responsibility.
Figure 10: Public Risks

Great ideas are coming from the markets, there are initiatives on what the fish industry is doing to improve the industry. The industry must talk about it and bring these great ideas forward to the consumers and show them how great the industry is doing. But there are more risks out there: Trade wars, tax implications which is causing our industry to forward pricing potentially. How would we do that if we wouldn’t have the trust of our consumers?

Figure 11: Sustainable Path

Each of us as a supply chain needs to review our potentials. For example: Do we really have to fish in new fishing grounds due to melting polar icecaps? Are we fast enough to eliminate plastic packaging – are we listening enough to the younger generation and their needs in our society? This is no blame game. We all can make a difference. We can change. It is important for our sector. Let’s be inspirational.

Figure 12: Contribution

At Nomad Foods we get more learnings every day. We are on a journey which is not going to stop. We are adding new puzzle pieces to our responsibility.

Figure 13